Unlock Value Optimization for YouTube with Voyantis
Connecting the dots between a viewed ad on YouTube and a conversion event that happens later is challenging but essential for optimizing campaigns.
Voyantis combines our predictive and prescriptive AI solutions with advanced techniques to enhance user matching in video-focused campaigns. This ensures we capture past acquisition events and user value to help you find more high-value users in the future.
Predict
We help attribute your campaign conversions back to ad view-based events, even when they occur later and off-YouTube.
Optimize
We turn predictions into prescriptions and relay them back to YouTube, unlocking more high-value users.
Grow
You've finally cracked value-based campaigns across all channels! Now, sit back and watch your ROAS grow by 20% and more!
Where you might need help
When The Focus of The Campaigns Is Driving Clicks
Top-funnel events like clicks are relatively easy to track. Google Click Identifier (GCLID), a unique ID assigned by Google and appended to the clicked URL, helps connect a click on a search or display ad to a down-the-funnel monetization event. This enables accurate attribution and feeds into our predictive engine. Voyantis then prescribes actions to ad networks based on predictive signals for deeper funnel events like subscriptions or purchases, using non-PII data from your BI or CRM systems
The YouTube Attribution Challenge
With YouTube being a “views-oriented” ad network rather than click-focused, advertisers cannot fully utilize GCLID for conversion tracking or user matching, followed by server-side reporting. YouTube conversions often occur later, with users navigating directly to the site or seeing another ad off-YouTube. Although triggered by the YouTube ad, these conversions are not properly attributed, making it difficult to measure user value over time. As a result, optimizing YouTube campaigns based on long-term user value is challenging, especially for businesses where much of the value is realized after Day 7.
Our Solution
A Blended Approach
Closing the loop between a view and a conversion to measure customer value and generate future predictions is critical but challenging. To address this, we use a blend of conversion enhancement techniques, working closely with Google technical and client teams to help clients connect the dots between their YouTube campaigns and post-view conversions.
Conversion Adjustments
By reporting signals from the client side, Google enhances user attribution, especially with view-based attribution when GCLID data is unavailable but client-side cookies are present. Custom parameters captured client-side and returned via server-side conversion adjustments, can help close the conversion loop.
Enhanced Conversions
Techniques like Enhanced Conversions for Web (ECW) and Leads (ECL), can bridge the gap between client-side and server-side reporting.
By using hashed, privacy-safe first-party data to match against Google’s signed-in database, you can close the measurement gap for a post-view conversion event.
Discover each user's unique value from day one
